“There have been 11 or 12 movies so far, all with a fairly traditional structure. Our pitch to them was: People will tell you they love chocolate ice cream — until you give it to them five days a week. It’s time to give them some rainbow sherbet. Kevin [Feige] is a maverick and he’s very sensitive to how people are responding to his content. He said he thought we might be right. And after they announced Batman v. Superman, he said, ‘you guys are absolutely right.’ We needed to do something challenging with the material or we were going to start to lose the audience.”